Smirnoff Ice: From brand refresh to category outperformance

The campaign built on the brand’s original witty, self-aware tone which continues to resonate with consumers today. The move from glass bottles to cans in key markets including Great Britain, North America, Brazil and Ireland, enabled us to express the brand’s vibrancy and flavour in a modern way while expanding our presence in the convenience sector, with a single-serve can for consumers on the go.

With flavour remaining the key driver of consumer choice in the RTD category⁽¹⁾, we extended our core range with new flavours inspired by trusted favourites from around the world, including Green Apple and Raspberry.

The launch of Smirnoff Crush in Great Britain followed its success in North America and Australia where 72% of consumers repurchased after initial trial. This big, bold flavour innovation delivers a higher ABV in a larger RTD format — opening new occasions and reinforcing the brand’s commitment to innovation- led growth and led to the extension of the flavour line up in June 2026.

Our strong commercial strategy both in-store and across third-party spaces is also showing great success. Over the past two years, Smirnoff Ice secured more than 170 music event and festival partnerships worldwide, reaching over four million people.

Smirnoff Ice outperformed the RTD category across Brazil (RTDs grew 10% while Smirnoff Ice grew 30%) and Germany (RTDs grew 10% while Smirnoff Ice grew 83%). In Ireland, where Smirnoff Ice became the number one RTD brand in the market, the RTD category grew 37%, compared with 56% for Smirnoff Ice ⁽²⁾.

With all of this in play, Smirnoff Ice is well positioned for its next chapter of growth — re-energising the brand for existing fans and a new generation of consumers alike.

⁽¹⁾ Kantar, 2025
⁽²⁾ IWSR, 2025